the abm conversion blueprint · the abm conversion blueprint | ©2018 terminus software, inc. t m...

WEBINAR

The ABM Conversion Blueprint

INTRODUCTION

The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Torrey DyeDirector of ABM, Terminus

Torrey is the Director of ABM at Terminus, focusing on scaling account-based programs to create more opportunities and increase pipeline velocity.

torrey.dye@terminus | @torreydye

The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

T MTARGET ENGAGE ACTIVATE MEASURE

Simple, Yet Powerful Framework For Unleashing Your ABM Strategy

Align and operationalize marketing and

sales efforts around a unified target account

strategy

Create and orchestrate

engagements with your ideal

customers

Work in lockstep with sales to create and win more

deals using account level engagement data and AI

Prove the success of your ABM program, see how ABM is driving pipeline,

revenue, velocity, and deal size for

all of your account lists

E A

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc. torrey.dye@terminus | @torreydye

MarTechPeople Process

It's not Just About the MarTech

The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Target

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Create your target account list at scale

1. Prioritize by fit

2. Segment by firmographics and intent

3. Take action on engagement

Target

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Segment by firmographics and intent

1. Industry

2. Employee size

3. Customers

4. Technology installed

5. Intent on technology being researched

Target

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Get Sales Buy-in

1. Give sales time to review the list

2. Set up meeting to review the list

3. Build in time for updating/negotiating the list

Target

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Refresh Contacts

1. EverString, Synthio, ZoomInfo, DiscoverOrg

2. Sales team

3. Freelance sites like Upwork

Target

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Engage

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Refresh ContactsEngage

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Target Account Segments General Program

6 Months

Highly Personalized Program for Most Engaged

Unengaged Program

The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

General Program

1. Execute in monthly phases

2. Integrated campaigns

a. Mutlichannel ads

b. Marketo nurture emails

c. SDR Salesloft cadence

d. Uberflip sales streams

Engage

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Integrated CampaignsEngage

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Engagement Spike Program

1. Most engaged 20 accounts per SDR each week

a. 1-to-1 Ads

b. 1-to-1 Uberflip Sales Streams

c. Marketo nurture emails

d. Sendoso direct mail

Engage

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e. Personal videos

f. Executive touch points

g. Personalized webinar

The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Engagement Spike ProgramEngage

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Engagement Spike ProgramEngage

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Unengaged Program

1. Segment accounts to spend and impressions

2. Test low cost direct mail

3. Test lower effort personalization

The Key is to Build a Predictable Pipeline

Engage

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Activate

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Deliver Sales a Prioritized List of Accounts

1. Each Sunday, review accounts

2. Prioritize by engagement

3. Deliver each SDR top 20 accounts

Activate

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

If it’s Not in Salesforce, it Doesn’t ExistActivate

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Less is More

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Sales Needs to Know 3 Things

1. To know the next account they need to take action on

2. What engagement signals that account is showing

3. What action to take

Activate

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Sync with Sales

1. Weekly meeting with SDR team

2. Stop by SDR check-in meetings

3. Daily talks with SDR managers

Activate

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Measure

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

If You Can’t Measure it, You Can’t Fund itActivate

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Results

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The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Results

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125%

Conversions from Stage 1 to Closed-Won

Increase

20Reduction in sales cycle

Day

35%

In average contract value

Increase

CultureImproved marketing &

sales alignment

True #OneTeam Attitude

The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Thank You

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